Oct 30 2014
Anthony Loredo

SiteScout Adds Facebook Exchange Inventory to Self-Serve Real-Time Bidding Platform


Integrates with eXelate and other Major DMPs to Use Data for Targeting Ad Campaigns;

Augments Single Platform for Real-Time Advertising on All Digital Channels -- Desktop, Mobile, and Video

NEW YORK, NY – October 30, 2014 – SiteScout (www.sitescout.com), a self-serve platform for programmatic ad buying, has announced the availability of Facebook Exchange (FBX) inventory within its real-time bidding (RTB) software. Through an integration with AppNexus (www.appnexus.com) to access FBX, SiteScout empowers any type of marketer to bid on Facebook ad impressions with no restrictions tied to campaign spend minimums. Additionally, SiteScout integrated with eXelate (www.exelate.com), one of the leading independent data platforms, to enable users to target specific audience segments on all channels. Particularly, SiteScout customers can leverage eXelate's B2Bx data, which empowers B2B marketers to reach their distinct audience targets at scale. In the SiteScout platform, marketers can use their own first-party audience data for retargeting. They can also use third-party data from SiteScout partners to conduct demographic targeting, behavioral targeting and/or purchase-intent targeting on Facebook. These are effective tactics for direct marketers to find targeted users when they log in Facebook. SiteScout offers one of the most robust and unrestricted self-serve RTB platforms for every major digital channel.

Buying on FBX typically requires partnering with demand-side platforms that can ask for thousands in ad spend per campaign. This can be a major hurdle for small and medium-sized marketers that want to try RTB in Facebook but don’t run large-scale buys on the site. Marketers can overcome these challenges through SiteScout’s platform that gives access to all major media platforms, data options for targeted campaigns, and real-time reporting for advanced analysis and optimization.

“SiteScout users expect us to continue innovating without sacrificing our platform’s easy, efficient and logical interface. RTB on Facebook is a major tactic marketers want, and we’ve designed a comprehensive way for them to accomplish this within the workflow of other media buying activities,” said Matt Sauls, vice president of operations, SiteScout. “SiteScout is dedicated to driving the confluence of RTB in all channels in a seamless and accessible manner.”

RTB on Facebook via SiteScout enables users to:

  • Re-target first-party audiences created on the SiteScout platform.
  • Target customers who fit a variety of criteria, including demo, interests and geography using 3rd party data from partners Bizo, eXelate, Lotame, Neustar and others.
  • Re-target customers who have visited certain sites.
  • Synergize RTB efforts for all channels to optimize ad spend based on effectiveness.

“We're excited to bring super accurate targeting to small- and medium-sized marketers through SiteScout's self-service platform,” said Mark Zagorski, CEO of eXelate. “This allows them to leverage eXelate's data for the accuracy and scale to which the rest of the industry has grown accustomed for their marketing initiatives.”

About SiteScout

SiteScout (www.sitescout.com) is a self-serve ad platform for programmatic media buying on desktop display, mobile and video. It offers transparent, real-time reporting and control, combined with relentlessly helpful customer service that delivers unparalleled performance for brands, marketers and agencies. With no contracts or commitments, a low minimum deposit, and the ability to sign up within minutes, SiteScout makes real-time bidding (RTB) technology easily accessible to advertisers of all types and sizes.

SiteScout is wholly-owned by Centro (centro.net). It is part of Centro’s unified, enterprise-class software platform that streamlines and scales ad buys across all channels, accessing both guaranteed and biddable inventory, to achieve any campaign objective. Centro has successfully planned and executed more than 100,000 national and local campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 33 offices in North America, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012, 2013, and 2014, and #8 on Fortune’s Best Medium-Size Workplace in 2014.

Anthony Loredo